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Noisey Shows MTV How to do Music TV Online
Wouldn't it be great if MTV documented and showcased emerging bands on its television network, instead of making uninspired, irritating reality TV shows? Well if MTV won't do that, then a new web site that launched this month will. Noisey is a video-based "new music discovery platform" that is profiling new bands and local music scenes from around the world. The site was built using HTML5 and as a result it delivers a visually appealing app-like experience. This could be the future of music TV. I for one hope so, at least.
Noisey, currently in public beta, features mini documentaries of bands alongside videos of live music. I tested Noisey out by viewing the coverage of a young band I discovered via this year's SXSW Music festival.
Music Videos Adapt to Web & MTV Now #1 Online Music Destination
Music videos became famous in the early 80's on MTV. Nowadays, music videos are more likely to be viewed on the Web. Seven of the top ten YouTube videos of all time are music videos - from the likes of Lady Gaga, Shakira and Justin Bieber. The increasing popularity of music videos online led the AP to proclaim that "watching music videos has become [a] central aspect of Internet usage."
AP points to an experimental Web video by Arcade Fire, created using advanced browser technology HTML5, as evidence that the music industry is adapting to videos on the Web. In related news, according to online analytics firm comScore, MTV is now the number 1 music destination on the Web. So it too is evolving fast.
Hulu Keeps on Growing, But the Big Winner in April was MTV
According to the latest data from Nielsen Online (PDF), overall online video usage in April declined slightly compared to March (-2.3%), and all the major players, except for Youtube (+0.2%) and Hulu (+7.1%) saw the number of video streams on their sites decline. The real winner here, though, is MTV, which streamed 15.7% more videos in April than in March, and which has grown 359.6% year-over-year.
Interestingly, Disney-owned ABC.com, which just struck a deal to syndicate its videos on Hulu, saw the largest decline in streams since March, with a 15.9% drop in total streams.
I Want My MTV? Not Anymore, Music Promotion Moves to Web
It's clear now that the Web has once and for all replaced TV's role in the music business. Yesterday Guns n' Roses released their very long awaited album Chinese Democracy via a colorful MySpace page. Then today NPR announced that they will offer an "Exclusive First Listen" to the new albums of two music legends - Neil Young and Paul McCartney. In late September NPR had a similar arrangement for Bob Dylan's latest album. Younger musicians are flocking to Web platforms such as Imeem and last.fm to promote their music. For bands still under the radar, all the afore-mentioned sites cater to them - but also small sites like Muxtape (a notice on its homepage currently reads: "relaunching soon, in the service of bands").
All of this is further proof that Web technology has gone mainstream in the music business.
MTV to MySpace: Post Our Content, Please
From the moment people had the ability to upload video content to the Web, they took the liberty of posting anything and everything they could find - whether they owned the rights to the content or not. Unfortunately, this caused the people who did own the rights to the content a great deal of heartache, as that free distribution channel cut into their profits. So they fought back with lawyers, take-down notices, and other legal threats. Where did it get them? Not terribly far.
But now, a new partnership between MySpace and MTV Networks might have those content owners changing their tune - and actually encouraging people to upload all the content they want.
MySpace and MTV UK Team Up to Make a TV Show
MTV and MySpace have just announced a new joint venture to create a weekly TV show called "The MySpace Chart," which will be shown on MTV2 in the UK. The videos appearing on the show will be decided by votes from MTV viewers on the site's own website and by MySpace users on the show's MySpace homepage. This collaborative effort between the two properties could help launch some new, undiscovered artists from the MySpace social network since there will be some room on the show reserved for new musical talent.
MTV Election Coverage is a Coup for Citizen Journalism
As part of MTV's coverage of the 2008 presidential elections in the US, the media network assembled a "street team" of 51 amateur journalists -- one in each state and the District of Columbia -- to file blog reports, photos, videos, and audio podcasts about election issues during the course of the campaign season. The videos are being syndicated to MTV's mobile web site, social network, and to the Associate Press Online Video Network. Members of the street team have been outfitted with laptops, video phones, and other popular tools of the citizen journalist via funding from a $700,000 grant from the John L. and James S. Knight Foundation's Knight News Challenge.
MTV Abandons User Generated Content Channel in UK
MTV announced that on February 1 it would end the user generated content television channel Flux, which it started in the UK in September 2006. Flux will be replaced by "MTV One Plus 1," which is a one hour timeshift of the programming on its flagship station. Though MTV is abandoning the idea of a completely UGC-oriented television channel, it is not giving up on using user generated content in its programming and will actually continue to build out the Flux brand online.
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